Creating Email Marketing That People Love

It’s no surprise that more than half of marketers say email is their most effective channel in generating revenue (BtoB Magazine). Email marketing is indeed an incredibly effective way to communicate with your audience and facilitate the path through the sales and marketing funnel, turning strangers into delighted customers. And marketers are continuing to invest more in this channel – the Direct Marketing Association found that 75% of marketers say they are using more email than they were 3 years ago, and Forrester Research said that investment in email marketing is expected to grow from $1.3 billion in 2010 to $2 billion in 2014.

The sad truth is that there is a lot of bad email marketing out there. What does it take to do good email marketing?

Good email marketing is (1) valuable, (2) relevant (3) expected and (4) integrated.

Good email starts with valuable content.

Good email marketing starts with the content you’re sharing with your subscribers. Put yourself in their shoes and ask, is this something I would want to receive? Remember that your prospects don’t care about your company or your product – they care about their challenges and how you can help solve them. So create and share content that they’ll find useful and interesting.

Good email is relevant – which means segmentation is critical.

Segmentation is the #1 tactic for increasing the relevancy of your email, according to a MarketingSherpa study. Whether you’re segmenting your database based on demographics or behavior or both, this tactic is critical to ensure you’re sending the right message to the right person at the right time. Sending relevant emails wins you more mindshare as well as better results – MarketingSherpa found that segmented emails get 50% more clicks than their untargeted counterparts. Not only will you get more clicks, you’ll also reach higher deliverability – a MarketingSherpa study found that 4 out of 10 subscribers reported that they’ve marked emails as spam simply because they were irrelevant. Avoid this trap by segmenting your email list and sending relevant content. Read more…Source: HubSpot

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